Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Beauty and Personal Care in Sweden

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Executive Summary

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Modest growth in beauty and personal care

Beauty and personal care saw rather modest growth during 2017 due to increasing maturity in many areas such as deodorants, bath and shower, depilatories, and hair care. Instead, premium beauty care, skin care, sun care, and colour cosmetics were the main growth drivers.

Holistic health trend in 2017

The major trend in 2017 was towards holistic health beauty care products suitable for an active lifestyle, more nutritious food, as well as high quality beauty products. People in Sweden are increasingly learning about the latest exercise trends and eating more wholesome food to avoid harmful ingredients.

Stronger growth of premium brands changes competitive landscape

L’Oréal is the largest player within beauty and personal care as it offers a large variety of well-recognised mass and premium brands in most areas such as L’Oréal Paris, Elvital, Garnier, Yves Saint Laurent, Armani and Biotherm. L’Oréal is followed by Unilever and Scandinavian Cosmetics, with the latter overtaking Beiersdorf, which has seen a decline in demand for its Nivea brand due to stronger demand for premium skin care.

Rising demand for K-beauty and advanced skin care

K-beauty (South Korean beauty products) continued to grow in popularity during 2017, with sheet masks (physical sheet applied to the face with a gel) performing particularly well. Some K-beauty products also include snail extracts, although these have not performed as well as facial masks.